Search Engine Optimization (SEO) in Summation

Search Engine Optimization (SEO) in Summation

A typical shop owner has two types of clients that walk through its doors. One with a specific need and the other the window shopper. The shop owner would obviously be more interested in the client with a need, since it may end up with an immediate sale or transaction. In very simple terms; Search Engine Optimization (SEO) directs clients with a need to the correct website that can provide for this need.

What is SEO?

SEO is the technique of making websites more likely to rank higher on a search engine for a particular keyword or phrase. For example; whenever a person enters a keyword (such as "Buy Tea") in a search engine (e.g. Google) and hit enter' they get a list of web results that contain that term (in this instance 188 million results). Users normally tend to visit websites that are on the first few pages of this list as they perceive those to be more relevant to the keyword. The order of this list page is influenced as result of SEO.

The benefits of a good SEO contract are obvious and multifaceted. Based on the example above; the word "Buy Tea" is searched over 90,000 times per month!.

Though some of these searches may just be window shoppers, there will also be interested buyers, suppliers, customers and brokers within these 90,000 searches. It is thus crucial to place a website early on the search list (on the 1st or 2nd page) and get most, if not all, the traffic from each search. A few interesting numbers from a recent survey; 62% of search users click a link on the first page of search results and only 23% of searches progressed to the second page. Thus being on the first or second page is obviously very critical!

What happens in a SEO contract?

A typical SEO contract has duration of about 12 months or more. Initially the client and service provider negotiate and agree on a set of "Key Words" that clearly define the company, products, services and USP's of the client. It is the job of the service provider to systematically increase the ranking of each keyword with the end objective being in placing the website on the 1st page of all search engines for the complete list of keywords. The service provider may use processes such code optimization, site analysis of H tags, content manipulation, link building, profile creation, article creation, directory submission, competitor analysis amongst many others to achieve a good SEO result. Continuing from the example above; the search for Buy Tea presented about 188 million results of which we can estimate to be 100,000 websites. We can conservatively assume 5%, or 5000, of this number to be good websites that have a marketing plan. Thus approximately 5000 websites will be competing to be on the 1st or 2nd page of Google when someone types "Buy Tea". Hence the work of the Service provider needs to be very systematic, result driven and skillful.

A common misconception in SEO is the idea that it is a "one-off" activity and regular systematic deliverable. It is also important to remember that once a website gets to the 1st page for a keyword; there are new sites coming online daily that aim to take its place and position. A poorly managed SEO contract may cost large sums of money and never achieve the original objectives of generating sales and leads. Hence it is advisable for a client to request regular (weekly or monthly) reports from the service provider and also schedule quarterly reviews to fine-tune keywords to maximize returns on investment.

A SEO contract, like most marketing activities, requires time and a clear overall objective. If properly managed and implemented a good SEO contract can generate numerous leads, inquiries or sales and position the brand/company has an industry leader to a global audience.

(Presantha Jayamaha is the Managing Director of Pyxle Ltd; a Web and Software applications development company based in Sri Lanka. He has been active member of the IT industry for over 10 years with a special interest in the internet and what it can do for people and business)

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